In the fast-paced digital landscape, video marketing is the ultimate tool when it comes to engaging audiences and driving conversions.
But creating a successful video marketing campaign involves some careful thought, creativity, meticulous planning and good execution.
So to help you navigate this process, we’ve compiled a comprehensive 30-point checklist that covers everything you need to consider before hitting the record button.
Whether you’re a seasoned marketer or just starting out, this guide will ensure your video marketing efforts are effective and impactful.
Additionally, we will highlight the value of animated explainer videos and how they can enhance your marketing strategy.
Before you get started, first clarify what exactly it is that you want to achieve through your video marketing campaign.
Are you looking to increase brand awareness, generate leads, boost sales, educate your audience or something else?
Defining clear objectives right from the start, will guide your entire strategy.
Understand who your target audience is.
Who is your video for?
Is it aimed broadly at the general public, or specifically to certain professionals?
Craft your script’s language accordingly.
Conduct thorough research to identify their demographics, preferences, and pain points.
This will help you create the right kind of content and messaging that resonates with the right audience.
Decide on the type of video that best suits your objectives and audience.
Options include explainer videos, product demos, testimonials, how-tos, and more.
Animated explainer videos are particularly effective for breaking down complex concepts into easily digestible content.
Create a concept that aligns with your brand and captures your audience's interest.
Your concept should be unique, memorable, and relevant to your objectives.
Don’t worry about the details too much yet.
Think of it as the skeleton of your message that you can build upon as you go.
Craft a script that clearly conveys your message.
Ensure it’s engaging, concise, and aligns with your brand’s voice.
A well-written script serves as the backbone of your video, especially for animated videos, where clarity is key.
Also, don’t forget an SEO check on the script before you move on.
Storyboard your video to plan the visuals.
This helps in visualizing each scene and ensures a smooth production process.
For animated explainer videos, detailed storyboarding is especially important to illustrate the flow of information.
Set a realistic budget for your video marketing campaign.
Consider costs for production, equipment, talent, post-production, and distribution.
Animated explainer videos can vary in cost depending on the complexity of the animation and the length of the video.
Now it’s time to get your creative juices really flowing.
A good script takes your viewer through a journey, from identifying problems/point points to offering a solution that can make everything better.
Pro tip: You may be tempted at this point to throw in everything but the kitchen sink.
But remember the rule, “less is more.”
Don’t forget that video is visual as well as auditory.
Visualize your story as well as the script.
A good video isn’t just a spoken voiceover script paired with visual elements as filler; it’s more like the visuals and the script work together to amplify the message.
This is where a good storyboard really comes through.
The whole is greater than the sum of its parts.
Like a fabulous dish, a good video has a myriad of ingredients that all work together to make the final product.
There’s sound clips, music, and voiceover artists along with the cost of animation and writing. Budget your project accordingly.
While you can create a great video all by yourself, it’s never a bad idea to team up with a skilled team who do this for a living.
There are many animation studios out there that cater to marketing, advertising, B2B, etc. so it’s worth considering.
An animated video usually needs a team of talented people covering every facet and aspect, from writing to graphics to voiceover work.
Scout for experienced professionals with the skills you need to make your video happen.
There’s no dearth of animation software and tools for every need, at every skill level.
Take time to find the right solution for your specific requirements.
While there are cheap and even free solutions, they’re usually not as full-featured for professional use as the more established ones.
Pro software gives you far more options and tools; while the more budget-friendly solutions will be focused on simplicity and ease of use, but will often be lacking in some of the more advanced features you may need.
From conception to writing to animation, creating an animated video (even a short and simple one) takes time.
How long it takes depends on a variety of factors– like length, budget, complexity, and even the animation style.
Ensure your actors/presenters are well-prepared.
Provide them with scripts, shot lists, and any other necessary information in advance.
For animated videos, ensure voice-over artists have clear directions.
Use quality microphones and record in a quiet environment.
Clear audio is essential for a professional video.
For animated explainer videos, high-quality voice-over recording is especially important.
Poor audio can make or break a good video!
Shoot multiple takes of each scene.
This gives you options during editing and ensures you capture the best performance.
In animation, create multiple iterations of complex scenes for refinement.
Film additional footage (B-roll) to supplement your main shots.
B-roll adds depth and variety to your video.
In animation, consider additional scenes or graphics for supplementary content.
Immediately back up your footage after shooting.
This prevents data loss and ensures you have multiple copies of your content.
For animations, remember to save your project files frequently.
Use professional editing software to assemble your video.
Pay attention to pacing, transitions, and overall flow to create a polished final product.
Animated explainer videos require precise editing to ensure smooth transitions and clear messaging.
Incorporate graphics, text, and special effects to enhance your video.
These elements can help emphasize key points and make your video more engaging, and give it a polished and professional-looking feel.
Animated explainer videos often rely heavily on graphics to convey information effectively.
Choose appropriate music and sound effects to complement your video.
Ensure they enhance the mood and do not overpower the main audio.
There’s plenty of sites offering royalty-free music for all situations, while others have fairly reasonable flat rates.
Edit versions of your video for various platforms (YouTube, Instagram, Facebook, etc.).
Different platforms have different requirements for video length and format.
Include subtitles to make your video accessible to a wider audience.
This is especially important for social media platforms where videos often play without sound, or for audiences on the go who would rather use subtitles than unmute the video.
Also bear in mind that subtitles and transcripts do better with ranking on search engines and YouTube!
Preview your video on different devices to ensure it looks and sounds good everywhere.
Make any necessary adjustments before finalizing.
Plan how you will distribute your video.
Consider the best platforms, timing, and promotional strategies to reach your target audience.
Include relevant keywords in your video title, description, and tags.
This improves your video’s visibility on search engines and video platforms.
Use various channels to promote your video like:
The more exposure, the better.
Encourage viewers to comment, like, and share your video.
Respond to comments and engage with your audience to build a community.
Track your video’s performance using analytics tools.
Measure metrics like views, engagement, and conversions to evaluate the success of your campaign and inform future efforts.
We often tell our clients that creating an animated explainer video is more art than science, no matter how dry and technical it may be.
And like any art form, there’s no set “rules” or perfect formula for success to follow.
There’s a lot of experimentation and trial-and-error to find what specifically works best for you and your audience.
So it’s more of an ongoing learning process that never ends, rather than a one-time done deal.
And that’s part of the fun! Don’t be afraid to experiment, to try new things, and be creative!
Creating a successful video marketing campaign is a multifaceted process that requires careful planning and execution.
By following this 30-point checklist, you can ensure that every aspect of your video production is covered, from concept development to distribution and analysis.
Remember, the key to effective video marketing lies in creating content that resonates with your audience, aligns with your brand’s objectives, and stands out in a crowded digital landscape.
Additionally, incorporating animated explainer videos can significantly enhance your strategy by simplifying complex messages and engaging your audience in a visually compelling way.
So gear up, tick off these points, and get ready to make an impact with your next video marketing campaign!
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